Abstract

Cellular market of the telecom industry has seen a constant change from monopolistic to environment to a highly competitive one. This sector is playing a vital role in Pakistan’s economy and covers about 5% of the GDP. In the highly competitive market, subscribers’ retention & acquisition of subscribers has become the main focus of service providers. The objective of this research in this regard is to find out the important factors that influence a person to switch one’s mobile phone service. Factors studied in the research were taken into consideration after analyzing previous research in the same field. The data was collected from a sample of 50 people with the help of a precise questionnaire and analyzed through regression analysis technique. The study showed that lower call rates, lower SMS rates, better service quality and service reliability (consistent and trouble free service) are the factors that affect consumer’s level of satisfaction resulting in either customer retention or switching to another better service. No significant impact of variety like value added services, special offers for promotions, network coverage and customer support service was found on switching behavior.